The Big Idea 08/28/2016 Design for Advertising Miriam Ahmed

What’s The Big Idea? The main concept, theme or metaphor that strategically connects promotional material for the brand’s goods/services via single ad or a campaign series At the beginning of each design campaign, select a theme or metaphor based on The One Thing you want your audience to know, and let it drive your entire campaign. David Ogilvy on How Do You Know if It’s a Good Idea: Did it make me gasp when I first saw it? Do I wish I had thought of it myself? Is it unique? Does it fit the strategy to perfection? Could it be used for 30 years? 09/5/2013 Design for Advertising

Design Concepts Advertising needs to deliver a high-impact message in a brief time Keep verbals brief Keep artwork (including illustrations and images) simple or minimalist The goal is to deliver provocative text or graphic that will hit home quickly. For example, funding campaigns combating starvation in under-developed countries frequently feature images of malnourished, sick children.

Provocative Design Keep in mind that the word “provocative” does not mean sexually explicit. It refers to the ability to provoke a severe emotional reaction in the target audience. For example: Bloody, gruesome graphics evoke horror in anti-abortion campaigns Cute puppies and kittens evoke love and adoration in pet adoption campaigns Bare, destroyed earth images evoke panic in anti-deforestation campaigns Healthy breast cancer survivors, running a marathon evoke empathy and caring

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters

10/29/2013 Design for Advertising Advocacy Posters